CRM in the logistics industry of Singapore

• Main Author: Low, Daniel Guang Wen
• Other Authors: Chew Ah Seng, David
• Format: Final Year Project
• Language: English
• Published: 2015
• Subjects: DRNTU::Engineering::Maritime studies::Maritime management and business
• Online Access: http://hdl.handle.net/10356/63715
• Institution: Nanyang Technological University

The logistics sector contributes significantly towards the GDP growth of Singapore. For the past 15 years, the Singapore government has invested heavily and made significant improvements to the transportation infrastructure. However this has not kept pace with growth requirements as Singapore’s ranking fell in the Logistics Performance Index (LPI) by the World Bank. Hence, it is pertinent for Singapore to improve logistics service performance. Customer Relationship Management (CRM) software is a tool that is widely adopted by many industries to manage customer relationship and improve service performance. This project seeks to examine the reason for low adoption rate of CRM in the Singapore logistics industry, understand the current viability of CRM implementation and provide recommendations for the future. First, we assessed the indicated level of CRM awareness and adoption from the perspectives of three key stakeholders, namely the 3PLs, Shippers and CRM Software Vendors. We used existing literature and our findings from a preliminary interview with a 3PL to identify the salient interests of all parties. This formed the basis of our survey and interview questions. Through our surveys and interviews, we understood more about the benefits, costs, motivators and barriers of CRM implementation. Subsequently, we identified and analyzed the similarities and misalignments in perception of CRM to construct a more realistic understanding of the level of CRM awareness and adoption. In summary, this project identified that while the general awareness of CRM in Singapore logistics industry is high, there are varying degrees of awareness which can range from a brief understanding to full awareness of how much a CRM system costs and the benefits it brings. This varying degrees of awareness is indicates why only a small percentage of CRM awareness is translated into adoption. We see a potential for growth of CRM, however proactive steps must be taken.